Celebrating 60 Years of ITB with Innovation in Health Tourism
As ITB celebrated its 60th anniversary, the Medical & Health Tourism Pavilion in Hall 4.1 was bigger and more impactful than ever. The European Spas Association was proud to co-create this year’s programme, highlighting the future of evidence-based health tourism, from longevity and regenerative medicine to the healing power of Europe’s traditional thermal waters.
Throughout the event, the pavilion became a dynamic hub for policy discussions, expert panels, networking, and industry exchange, bringing together leading voices from tourism, healthcare, research, and public institutions. Our members from Bulgaria, Croatia, the Czech Republic, Georgia, Germany, Italy, Hungary, Lithuania, Slovenia, Slovakia, and Romania made the presentation of medical spas perfect. Thank you very much for the contributions!
ITB Health Destination Award 2026
A special moment during ITB Berlin was the presentation of the ITB Health Destination Award 2026, which was proudly awarded to Italy, represented by Federterme and ENIT.
Italy was recognised for:
• Europe’s largest investments in spa and wellbeing infrastructure, European Spas Innovativation Award winner De Montel thermal spa in Milan is a new milestone in Europes spa world.
• Strong scientific research in balneology through collaboration with universities and the FORST Foundation
• The development of Italcares, a global platform promoting Italian healthcare and thermal medicine
Italy demonstrates how health tourism can successfully combine medical evidence, cultural heritage, sustainability, and global competitiveness.
Congratulations to Visit Düsseldorf for being awarded the best Medical Tourism Destination 2026! Thank you to all jury members for your valuable work and cooperation; special thanks to ITB!
Strategic Partnership for Women’s Wellbeing
A major highlight of ITB Berlin 2026 was the launch of a strategic collaboration between the Institute of Tourism and the European Spas Association (ESPA) focused on women’s empowerment and wellbeing.
This partnership aims to expand access to evidence-based natural healing services, promote preventive health, and strengthen women’s role in the tourism and health sectors.
The collaboration was focused on:
• Promoting women’s health and preventive wellbeing through spa medicine and natural healing services
• Developing research, studies, and policy recommendations on women’s empowerment
• Supporting female professionals, entrepreneurs, and leaders in tourism and healthcare
• Creating programmes encouraging healthy lifestyles, resilience, and self-care
• Strengthening cooperation with governments and international organisations
A Joint Working Group will soon be established to develop research initiatives and pilot projects that place women’s wellbeing at the centre of sustainable tourism and health strategies.
Dialogue with UN Tourism
During ITB Berlin, the European Spas delegation also held an important meeting with Cordula Wohlmuth, Regional Director Europe of UN Tourism. Discussions focused on strengthening cooperation and expanding knowledge transfer and publications on health tourism within the UN Tourism framework.
There was strong interest in further collaboration on topics such as:
• Quality standards for health destinations
• Health tourism as a driver of sustainable tourism development
• The growing importance of the Silver Economy
At the Global Tourism Summit at the Ritz-Carlton, European Spas representatives also had the opportunity to exchange perspectives with UN Tourism Secretary-General Shaikha Al Nuwais, exploring opportunities to further highlight health tourism and longevity-focused travel at a global level.
Healthy Water Initiative – A Unique Experience
One of the most engaging highlights at the European Spas stand was the “Healthy European Waters” Bar. This interactive concept allowed visitors to experience the diversity and therapeutic qualities of Europe’s mineral waters, sparking inspiring conversations about water as a cornerstone of health and spa medicine.
The initiative was organised in cooperation with the Slovenian Spas Association and the Slovenian Tourist Board, showcasing the strength of European collaboration in health tourism.
Academic Cooperation and Young Talent
European Spas was delighted to welcome Prof. Waldemar Berg, President of the Deggendorf Institute of Technology, for valuable discussions on future academic cooperation.
Special thanks go to our members and colleagues Anke Sponer and George Christian Steckenbauer, whose expertise and contributions to the Medical & Health Tourism Pavilion stage programme were instrumental to the success of our presence at ITB Berlin 2026.
We are also deeply grateful to the students from Deggendorf Institute of Technology, whose energy, professionalism, and creativity helped represent the European Spas Association throughout the entire trade fair. Their engagement truly reflects the future of our sector.
Inspiring Discussions at the Pavilion
The pavilion programme featured numerous high-level discussions, including:
Longevity, Regeneration & Prevention – Beyond the Buzzwords
with leading experts discussing the transformation of preventive healthcare.
Digitalisation in Health Tourism,
exploring education and innovation in cooperation with international partners.
Wellbeing in Tourism – Economic Engine: Impact Today, Value Tomorrow,
highlighting the growing economic importance of health and wellness tourism.
Looking Ahead
ITB Berlin 2026 once again confirmed that health tourism is becoming one of the most dynamic sectors in global travel.
The European Spas Association remains committed to strengthening spa medicine, preventive health, sustainability, and innovation, while building international partnerships that support healthier societies and thriving tourism regions.
Thank you to Thomas Böhmkes, Ophelia Janik and to all our partners for the intensive and successful days!
